Innovation is the starting point of training college sports teams’ideological work in new era. Ordinary university high level group type sports teams’ideological work must be started from psychological point， stressed on the human needs，motivational attention；Faced to ideological and political work，coaches should have a system concept，the overall concept，and adhere to the people-oriented principle，pay attention to each role and function of elements in the ideological work. Under the new media culture，college sports teams’ideological work should start from the core task of sports team；adhere to the concept of innovation，content innovation，method innovation team construction；must keep pace with the times，and pay attention to actual affection and science.